J.M. WESTON pop-up store by Loci Anima Architects
Loci anima arrives in the Gaumont movie theaÂter on the Champs-Ã‰lysÃ©es to invesÂtiÂgate the codes of J.M. Weston and to offer a set-up that is reveaÂling of and senÂsiÂtive to the shoe brand and its traÂdiÂtioÂnal codes.
The visiÂtor comes into a timeÂless space mixing authenÂtiÂcity and extraÂvaÂgance, with a whisÂpeÂring of the story you tell yourÂself as well as others as you walk towards your desÂtiny weaÂring a pair of J.M. Westons.
Faithful to the brandâ€™s demand for sobriety, loci anima creaÂted a plan lanÂglasÂting and durable with intense effects, notÂwithsÂtanÂding its fruÂgal nature: the flight cases used to disÂplay the colÂlecÂtions will be used for transÂporÂting this exhiÂbiÂtion to future desÂtiÂnaÂtions, as the furÂniÂture and movie set-up tie in with each other, in a taiÂlor-made approach that the shoeÂmaÂker so appreÂciates.
Photos : Massimo Pessina
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